GD Capstone 09

Big idea:

campaign, sending out posters for can collecting, placing the event time and date to build the statue out of used cans, realizing the over use of cans and waste.

survey results and will be used to show people facts during the event.

1) how many cans of soft drinks you drink a day?

2per week/5-7 a day/3 a day/ 1 a day/1 a day/1 per week/1 a day

2) do u think we have a waste issue? why?

yes(10)

(because we don’t care about recycling as much as other countries/ over consumption/most definitely and littering and toxic wastes being dumped in the sea are issues we need to be resolved for human benefits/ if we didn’t get rid of wast we will have global warming/result of ignorance, less knowledge/sewage system did not develop as fast as the city did/not disposed of properly/majority dont recycle paper & plastic)

3) what do u think of collecting cans and reusing it by making products of cans? is it valuable?

valuable(5)

(no time? /prefer buying it/ good idea/ its nice & different than what we usually see/perfect idea/recycling is always good/great idea and that you make use of the millions of cans that r thrown out/interested & encourage it)

4) have u bought any recycled products before?

yes (10)

5) when u hear trash talk what comes to ur mind?

(useless/recycle/dubai/low class & low self esteem/ dubai trash issue/bad smell/campaign/how younger generation r developing dirtier mouths/i imagine trash being collected in a very innovative way and makes me curious to know what it is/garbage bins)

6) after knowing that we have over use of can products will u be collecting them from now on?

yes (7)

would collect it if i knew a place where i could send it and make use of it.

7) will u be interested in participating in an event to build up a piece out of used cans?

yes(8)

1. Project Background
•    Emotional statement

why destroy the image of our environment and over use things and throw hem away, and where do they go ? you never know!!

•    Signature image

•    Connection to your imagination of Dubai Place and People branding

waste problem is everywhere in the world but dubai faces lots of amount of it, however raising a campaign and aware our people could help to solve the problem or at least work on it.

imagine a building of 270 m high and with the same area as a football field. now imagine 10 of them, all lined up, one after another. this is the amount of waste dubai produces every year.

2. Research
•    General sustainable issues

With the city’s rapid growth and urbanization, waste generation has increased dramatically. Total waste collected in 2005 was 11.3 million tons compared to 6.6 million tons in 2003.

•     Problems

i have concentrated on 1 of the waste issues in dubai which is cans, 4000 kg of cans collected in the uae biggest public recycling campaign.

•    Case studies

‘Many people showed their pro-active concern for the environment,’ said EEG Chairperson Habiba Al Marashi, ‘However a lot more still needs to be done,’ she added, ‘In previous years, when the UAE’s population was just 2.9 million people, we have succeeded in surpassing the amount collected today. Now that the population is more than 4.2 million people, and the UAE has one of the world’s highest per capita rates of domestic waste generation, we expected more people would come forward to participate in recycling.’

•    Survey questions

1) how many cans of soft drinks you drink a day?

2) do u think we have a waste issue? why?

3) what do u think of collecting cans and reusing it by making products of cans? is it valuable?

4) have u bought any recycled products before?

5) when u hear trash talk what comes to ur mind?

6) after knowing that we have over use can products will u be collecting them from now on?

7) will u be interested in participating in workshops to design things out of used cans? and will u wear ur piece?

•    Design research: provide 3 creative solutions.

-collect cans.

-drink less soda or use bigger cans rather than too many of small.

-reuse and design cans in beautiful ways.

3. Design development
•    Concept
•    Big Idea

4. Final Production

Project Brief:

trash talk campaign is a campaign that aims to raise awareness that will pave its way to consistent habits in the society. The campaign would highlight the issues of insufficient consumption of our valuable  resources, & wastes accumulation hills & islands on our treasured earth, which would not only endanger today’s life, yet tomorrow’s as well. The campaign would target girls and guys.

Campaign
1. Campaign Title:
trash talk

2. Targeted Message:
aware people of the environmental issues, and guide them for better life.

3. Targeted  Goals:
* wearing our promotional item to define yourself as a green member of the society.
* Change the people negative consumption habits.

4. Strategy or Process:
* visual Media approach ( posters/ video/ brochures)

5. Action:
Change their habits
Spread the awareness

collecting cans.

Design Process: Plan and provide your design process.

Your Campaign Title:
trash talk
– The Message:
kindly treat our mother-earth!

Targeted Audience:
direct audience all people.
Indirect audience every member in the society.

Inspiration:
– Signature Image:

Why:

* 40,000 tons of wastes produced by Dubai everyday!*
* Statistics show that, at 1.676 kilograms per capita per day, Dubai is one of the world’s largest producers of waste.*
* According to Statistics available from Dubai Electricity and Water Authority, (DEWA), the total consumption of water was 53,504 MIG (million imperial gallons) which is higher compared to other cities in the Gulf.*
* Awareness in energy conservation stood at 49 per cent while behaviour stood at 44.8 per cent.*

* The UAE’s per capita electricity consumption is around 28.131 kilo watts, ranking it among the largest energy consuming countries in the world.*

• Title “waste is beautiful”
• Story with emotional statement ( showing that waste could be harmful, why don’t we make it harmless bu reusing waste cans we can design bracelet, earrings, and other useful materials as well like pots construction boards instead of woods.)
• • Problems/Facts ( stack of waste and Pepsi cans, soda cans.)
  • Solutions/Case Studies+What you have learned (don’t recycle reuse, collecting cans and making jewelery or useful outcomes of it.)
• Key Messages: Identify at least 5 messages : 1- reuse cans, 2- collecting cans instead of throwing them, 3- stop recycling cans, 4- friendly use, 5- design waste.

Campaign/Promotion Plan
– Goals: raise awareness that would change the bad consumption habits in our society.
— Media Campaign:
—  1-3 min. video ( TV ad)
— Print campaign:  Poster
— Webpage

Resources:
media - TV stations (mbc3, spacetoon, dubai tv, sama dubai).
Printing shop - on school buses.
Schools’ phone numbers
Sponsers

Timeline with Deliverables:
planned as a group